IPNY (formerly Interplanetary) is a brand positioning and messaging firm that grows your business measurably and creatively.
We do the hard stuff: business planning, brand positioning, communications planning, and launches in complex categories such as financial services, healthcare, and nonprofit. We drive bottom-line, quantifiable results.
We create unifying and engaging brand communications and experiences based on rigorous strategic thinking, research and testing. Then we engage our channel and production experts to execute and bring those ideas to life. Once launched, we expect to be held accountable for the results, so we collect and analyze data at every possible step, enabling us to optimize programs and demonstrate proof of ROI to your C-level executives and board.
We started the firm based on a desire to help clients grow their brands more effectively in today’s rapidly changing media environment. We believe that for programs to be effective in today’s market they must be designed to blur the lines across the continuum of media options. Our partners have spent decades mastering the major forms of communications — classic brand advertising, results-oriented direct marketing, engaging digital and social media, and fully integrated multimedia campaigns — and we’ve evolved an approach that melds these unique disciplines into what smart advertising should be: persuasion leading to conversion, regardless of the media channel.
AdExchanger Profiles IPNY’s Andy Semons on Winning Health Care Marketing Strategies
Using neuroscience to motivate people and overcome biases to diverse communities.
This piece is part of a series on targeted health care marketing, highlighting stories from people in the trenches throughout the industry. Read the first story in the series.
People are notoriously bad at doing what’s good for them, according to Andy Semons, founder and strategic planning partner of communications company IPNY.
Health care marketers are often in the business of reminding consumers of their diagnoses and getting them to change their behaviors for their own good. IPNY works with neuroscientists to design persuasive, relatable health care communication materials. When it comes to applying neuroscience to motivate people, empathy looms large.
The company once developed a campaign encouraging current or former smokers to go in for lung scans. With smoking, “you’re dealing with a disease state where people just don’t want to hear it,” Semons said. “Smokers know that smoking isn’t good for you. The real issue is they’ve got an addiction, and treating an addiction is hard.”